CAJ | 학술논문

本文以《扬子晚报》1997至2007年十年间节日报道为分析文本，观察传媒对节日形象的呈现，进而从理论上探讨大众媒介对节日意义变化的影响机制。研究发现，消费类议题的报道数量持续增长，而大众传媒则通过“替代”、“建构”节日两种方式完成对节日意义的再生产。
본문이《양자만보》1997지2007년십년간절일보도위분석문본，관찰전매대절일형상적정현，진이종이론상탐토대음매개대절일의의변화적영향궤제。연구발현，소비류의제적보도수량지속증장，이대음전매칙통과“체대”、“건구”절일량충방식완성대절일의의적재생산。
This article regards festival as an integral part of traditional life and observes it from mass media perspective. The corn of this research lies on that the meanings in festivals have been transferred deeply, from a rite of everyday life into a consuming activity. It is no surprise that mass media act as a vital role in this process.